Virat Kohli, Akshay Kumar and Kareena Kapoor are the most visible celebrity brand endorsers: Report

• Akshay Kumar endorsed the maximum number of categories in Apr-Jun’20.
• During Apr-Jun’20, Ad volumes for Celebrity endorsed Ads dropped by 39% compared to Jan-Mar’20. The drop was mainly due to effects of Covid- 19.
• 63% rise in Ad volumes of Celebrity endorsed ads in Jun’20 compared to Apr’20

Virat Kohli, yet again, has topped the list of most visible celebrities on TV with an average visibility of 10 hour per day across all channels according to TAM's latest report. Akshay Kumar and Kareena Kapoor ranked 2nd and 3rd with 9 hours and 8 hours of ad duration/day respectively during Apr-Jun’20.

The report provides a ranking of top 10 celebrities in brand endorsements space in the period of Jan-Jun’20.

The following top 10 celebrities together added 40% share of ad volumes during Apr-Jun’20:

Akshay Kumar, on the other hand, endorsed the maximum number of categories in Apr-Jun’20.

Among the celebrity couples, Anushka Sharma and Viral Kohli topped with 26% share of Ad Volumes. At 2nd and 3rd positions, Akshay Kumar/Twinkle Khanna and Kareena Kapoor Khan/Saif Ali Khan’ had almost equal share of Ad Volumes.

More than 40% of ads were endorsed by two Couple Celebrities-Anushka Sharma/Virat Kohli and Akshay Kumar/Twinkle Khanna.

Personal Care/Personal Hygiene and Food & Beverages sectors were the Top 2 in quarter 1 and 2 of 2020 for celebrity endorsed ads

During Apr-Jun’20, Film Stars appeared more than TV Stars and Sports Persons in the ads.

Celebrity endorsements have been prevailing in India for a very long time, there is an increasing challenge for brands to capture people’s time and focus. According to the report, marketers believe that brand ambassadors provide a higher degree of consumer recall. This is based on a pretty simple logic as India is a country where people are star-struck by Movie Stars, Sports Personality, TV Actor & Actress.